Jamaica Blue presents 'The Big Give' in partnership with ALIVE

23 June 2022

Creative Agency: Headmark

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"For as little as $25 we can support a child for one year with ALIVE’s mental health and support training.”

Jamaica Blue has announced a national campaign, The Big Give, in partnership with ALIVE, an organisation dedicated to ending youth suicide.

Effective immediately, 100 Jamaica Blue stores will be dosing up the happiness to help raise money and awareness to support the ALIVE Project and local communities around Australia.

ALIVE has been focussed on mental health and emotional wellbeing for 14 years, specialising in training and providing transformational tools for young people, educators, workplaces and community groups, and helping young people not to simply survive, but to thrive.

The funds raised from each store will go directly to the local community, with Jamaica Blue employees and the local community from each café, selecting a school or sporting club to be first to be offered the mental health support package, delivered through the Alive Project online and in-person training.

The campaign kicks off with a social media movement, 5 For Alive, which calls for Aussies to post their hand-painted hand, showcasing a hand of support, with the hashtag #5foralive. In return, Jamaica Blue will donate $5 for every image posted across social media with the hashtag #5foralive.

Rachel Stuart, marketing manager, Jamaica Blue, said: “We are proud to partner with ALIVE on this campaign, which aims to raise awareness of the incredible work ALIVE facilitates while also giving back to the community and those in need."

“Through this campaign, we hope to get Aussie’s talking. For as little as $25 we can support a child for one year with ALIVE’s mental health and support training.”

The campaign will include a series of donation touchpoints, including in-store contributions whereby $1 from every Big Give Breakfast and Coffee Combo will be donated to ALIVE, along with QR codes calling consumers to directly donate to the organisation.

Tamsyn Rosenberg, founder and CEO, ALIVE, said: “The past couple of years has been difficult for many with COVID, floods and so much uncertainty. So many have sadly been separated from loved ones and opportunities that we have all previously taken for granted."

"With the global prevalence of anxiety and depression increased by a massive 25 per cent due to these difficulties, and the lack of funding for programs such as these, this campaign could not have come at a better time."


  • Jamaica Blue 
  • The ALIVE Project
  • Headmark - Creative agency
  • THEY - PR agency


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